Revisited: how gender role stereotypes affect the image of entrepreneurs among young adults

Purpose: Entrepreneurship is shaped by a male norm, which has been widely demonstrated in qualitative studies. The authors strive to complement these methods by a quantitative approach. First, gender role stereotypes were measured in entrepreneurship. Second, the explicit notions of participants were captured when they described entrepreneurs. Therefore, this paper aims to revisit gender role stereotypes among young adults. Design/methodology/approach: To measure stereotyping, participants were asked to describe entrepreneurs in general and either women or men in general. The Schein Descriptive Index (SDI) for characterization was used. Following the procedures of Schein (1975), intra-class-correlation was calculated as a measure of congruence. This approach was complemented by controlling explicit notions, i.e. the image that participants had when describing entrepreneurs. Findings: The images of men and entrepreneurs show a high and significant congruence (r = 0.803), mostly in those adjectives that are untypical for men and entrepreneurs. The congruence of women and entrepreneurs was low (r = 0.152) and insignificant. Contrary to the participants’ beliefs, their explicit notions did not have any effect on measures of congruence. However, young adults who knew business owners in their surroundings rated the congruence of women and entrepreneurs significantly higher (r = 0.272) than average. Originality/value: This study is unique in combining “implicit” stereotypes and explicit notions. It demonstrates that gender stereotypes in entrepreneurship are powerful. The image of the entrepreneur remains male, independent of explicit notions. As young adults who knew business owners in their surroundings rated the congruence of women and entrepreneurs higher, this could be a starting point for education programmes.